If you’re like most entrepreneurs, you likely struggle with the question of: “What should I blog about?”. You’ve probably heard over and over that you should be blogging more or focusing on content marketing, but you get paralyzed before you even start wondering:
What should I even write about?!?
Is something topical and timely better?
Or something that people can keep coming back to the way to go?
I’m here to help! While there are tons of different directions you can go (and I’ll detail more in a future post), today I’ll focus on something called evergreen content and some examples of different post types that fall into this SEO-powerhouse-category.
What is Evergreen Content?
Evergreen content is content that lasts. Think about subject matters where if someone read it 6 months from now, or even in a year or two, it would still be helpful – like which airlines serve the best snacks, or how to name your company, or the best ways to get knots out of your pet’s fur. It’s not necessarily intended to be relevant forever, but it does stay relevant for longer than, let’s say – a post about the current election or an upcoming meteor shower. Why does this matter? Well, we’re all about getting people to your website, and since this this type of content is longer-lasting, it brings in quality, steady traffic over a more significant period of time.
Some examples of evergreen content, which tends to be highly informational, include:
1. How-to articles
With how-to articles, make sure the steps are clear and numbered. If it makes sense, you can also consider including an instructional video.
Pro-tip: these types of posts are also perfect for creating downloadable freebies that you can use for lead generation. E.g. If you own a tutoring business, consider creating worksheets to be available for download.
2. Listicles (like this post!)
Unless you’ve been living under a rock for the past 5 years and have never heard of Buzzfeed, you’re probably familiar with the listicle format. Basically, these are list style posts. For example, if you’re a wedding photographer in San Francisco, you could create a list of “Top 10 hidden gem spots for wedding photos in San Francisco”, include samples from your portfolio in the post and use it to attract potential customers to book services with you.
3. Product or service reviews/comparisons
Product or service reviews/comparisons are also pretty straight-forward and I see this tactic being used a lot in the tech world (especially in software) and consumer products world. For example, if you run a pet-related business, you may consider comparing and contrasting different dog toys (how they stood up to wear and tear, whether the animals enjoyed the toys, materials used, pricing, etc.). When using this style, make sure you are honest and factual and avoid using any slanderous language.
Pro tip: if you receive any form of compensation for products reviews you should definitely disclose it. It’s the ethical thing to do and in many places, it’s a legal requirement.
4. Best and worst practices
As you’ve gained experience in your field, it’s almost certain that you’ve made mistakes along the way. Hopefully, you’ve learned from these mistakes and have learned better, more efficient ways to do things. A guide detailing best and worst practices (aka what to do, what not to do) can help you to establish yourself as an expert in your field and create a sense of trust and integrity with your target audience.
5. Case studies
These types of posts would require you to seek help outside your own knowledge,as you need to find someone to write the case study about. A case study is basically a look at how your business helped someone with a specific problem to overcome that problem. The key to a good case study is to focus on the problem that needed solving, how you got there and the outcome. It can be difficult, but try not to sound overly promotional. A really good case study will have your business shine through because of the problem you were able to solve, not because you used a lot of fancy adjectives every time your business is mentioned.
6. User Generated Content Round-ups
These can be about people, products, services, anything really! The key is to collect submissions from interesting people that your target audience can relate to. One example is a recent post I wrote on how childhood dreams shaped what entrepreneurs are doing today. You could also have people submit recommendations or advice to be included in a round-up. Flauk has been included in dozens of articles like these including features in: Bustle, Girlboss, Elite Daily, CNBC and more.
Stay tuned for my next post on an alternatives to evergreen content, including topical content, for more ideas!
Digital Marketing Strategist / Token Canadian
Our resident math nerd and millennial cat lady, Alicia is the keeper of all the magical marketing tricks that get your business seen by the right people at the right place in time.